step 1: take x-ray. step-2: assess results
How do i say this nicely?
Ok, I can’t. So here goes…
What is the point of taking a snapshot of all the content on a site if nothing becomes of it?
It’s one of those black holes of content that no one seems to take notice of because too few people understand what the hell the point of a content audit is in the first place.
What is the sound of one analyst auditing? It makes no sound, and certainly has no impact if the most important part of the process is delivering an excel spreadsheet that no one will ever look at again.
Ok, I’ll stop whining and make a suggestion. Here’s 5 things that should happen after a content audit:
1. Cavities? Audit for insight: If a content audit hasn’t shed any light on ‘next steps’ for content production, then it hasn’t done it’s job. Where are the cavities? No cavities? I don’t believe you.. not for a second.
2. High traffic areas? Identify hot spots: Now that participation is common-place, take a snapshot of the places where users are engaged and active and figure out ways to build on (or create) momentum. Think seasonally, too. Answer the question why this, why now? Figure out what’s igniting interest.
3. Cosmetic Enhancements? Chances are, there are places where huge opportunities exist for raising the quality or frequency of content production.
4. Headgear? Retainer? Braces?! Mon dieu. Identify where massive initiatives (like SEO implementation, complete rebranding or global style changes – probably lots of other examples I’m not thinking of!?) are needed.
5. Beautiful Smile? I’m a big fan of the ‘kiss and slap’ method of life, which is that positive feedback always comes before negative. Behind every word on every page you’ll ever read is a writer (or 3) that tried their best, worked within difficult circumstances under tight time lines with not enough information. Feel their pain…. figure out what’s right about the existing content, and give a compliment where one is due.
My fantasy content audit comes with a pie chart, a bar graph, a plan for analytics, a few POVs, a power point of insights, a list of next steps, and a fancy dancy content calendar. Hopefully some of us can make this happen, and help to sell-in content as a strategic and necessary brand extension.
